Rubina Carlson.
Marketing leader. AI builder. Storyteller.
15+ years of marketing experience across tech, tourism and higher education. Currently Head of Marketing at 90 Seconds, leading the global marketing team from APAC and building AI-augmented tools for the function.
What I do.
I'm Head of Marketing at 90 Seconds. We help enterprise brands create video globally at scale.
I lead the global marketing team from APAC, and collaborate with sales counterparts across APAC, US, UK and EMEA on global GTM.
The work splits two ways. Traditional growth marketing: inbound, performance, content, brand. And AI-augmented operations: I prototype tools in Replit and Claude Code, and partner with our VP of Product on the GTM OS, our internal operations platform.
Outside the day job, I've been a Director of Digital Adelaide since 2015, the largest marketing conference in South Australia. I also lecture in marketing at UniSA and TAFE SA on and off since 2011, where I designed and delivered the first tertiary social media course in Australia.
Recent work.
A short tour of the wins that explain what I do.
Building AI tools at 90 Seconds→
Head of Marketing · 2024 – present
Built 90Labs, a sales-enablement workspace hosting 29+ assets and a Pitch Builder used daily by the global sales team. Helping build out the GTM OS, our internal operations platform, alongside our VP of Product.
$5M pipeline at 90 Seconds→
Head of Marketing · 2024 – 2026
$5M in pipeline opportunities through inbound lead generation and performance optimisation across HubSpot, paid, and content.
K-TIG, Refuel Creative→
Digital Marketing Manager · 2023
172% increase in B2B website leads via a comprehensive HubSpot rebuild. Won the HubSpot Impact Award for Platform Excellence, my third Impact Award in three years.
Digital Adelaide→
Director · 2015 – 2025
Grew Digital Adelaide 5x, from 40 delegates to 200+, into South Australia's largest marketing conference.
Free resource · built with Claude Code
The Marketing Playbook.
A practical, no-code guide for any B2B marketer. Capture how your marketing works, then use AI to help you deliver it. It is the clearest example of what I mean when I say I build with AI every day.
“She applies vision, anticipation, leadership and technical expertise all in one — as well as being an amazing person.”
Richard Littleton
Business Development | Research | Marketing | Strategic Communications — Client at Refuel Creative
More recommendations →
Who I am.
Industry experience across tech and SaaS (90 Seconds), agency-side B2B (Refuel Creative), and tourism (SeaLink Travel Group). Recognised by HubSpot Impact Awards in 2020 (twice) and 2023.
The thing I get most excited about right now: how AI lets a marketing team punch well above its weight. Less template, more bespoke. Less throughput pressure, more thinking time.
Based in Adelaide. Australian citizen. Certified Practising Marketer (CPM) through the Australian Marketing Institute. Bachelor of Media in Marketing, University of Adelaide.
Read the longer story →